We Don’t Just Meet Standards – We Set Them, With Sustainability At The Core Of Every Product: Dheeraj Goyal, Co-founder & COO, uppercase

In a span of two and a half years, uppercase has recycled nearly 25 lakh plastic bottles, saved or sequestered about 2.2 lakh kilograms of carbon emissions, and conserved around 40,000 liters of oil—these are some of the achievements of the company. Its products display the amount of waste material used in each item when purchased. Founded in 2021, uppercase is the brainchild of Sudip Ghose, a doyen of the luggage industry. Dheeraj Goyal, Co-Founder and Chief Operating Officer, met Ghose at the workplace, and together they decided to work on creating a sustainable brand. In an interview with Responsible us, Goyal spoke about manufacturing units, raw materials and more.

Excerpts: 

How does being 100 per cent made in India differentiate uppercase from competitors in the luggage industry?
We are based in Bombay and have several unique selling points (USPs). The luggage industry is highly functional, performance-driven, and price-sensitive.

Starting this company and addressing the challenges in this category, we focused on below key pillars that have helped us grow. Made in India: We are 100 per cent made in India. While many competitors import their products, we handle everything in-house, from product design to sales channels . This sets us apart. Sustainability: All our products are made from recycled materials. Whether it’s school or professional backpacks, laptop satchels, duffle gym bags, or even hard luggage made from polycarbonate, every product incorporates recycled materials in varying proportions. We are very proud of this achievement.

While setting up the organisation, the initial period was dedicated to cracking the formula for creating durable and sustainable products. Luggage is meant to withstand stress during baggage handling, so our goal was to ensure functionality, utility, and durability while making a positive environmental impact.

That’s the genesis of our company—offering sustainable, made-in-India products, with ‘Never Ordinary’ designs, that meet global standards while contributing to the environment.

Can you walk us through your journey from starting as an online brand to expanding into distribution channels?
We initially started as an online brand and are present on all major marketplaces. Soon, we expanded into distribution channels, and as of now, we have built a strong corporate client base. Interestingly, due to the sustainability aspect of our products (which is unique to us), we have attracted many MNC clients, even though we may not always be the most competitive on pricing. Another distinct feature of our brand is our focus on innovative design, which has been a key factor in our growth. Infact, in 2024, we won ‘Red Dot Design’ Award ( Germany), which are like Oscars of the design world, and we’re the only Indian Luggage company to have ever won this .

Regarding sustainability, our products are categorized into two types: soft-line products such as backpacks, gym bags, and laptop satchels, and hard-line products like polycarbonate-based hard luggage.

To create these products, we have partnered with manufacturers in India , who manufacture these products with industry best quality standards, as per defined norms.

How do you source and process recycled materials for your soft-line products, and what challenges have you faced in working with an unorganised industry?
Setting up the entire supply chain for these recycled materials was a significant challenge, especially as a startup. Many established companies have procurement cycles locked in for 18–24 months, but we were able to build a custom supply chain tailored to our needs. This includes designing machinery and processes specifically attuned to using recycled materials.

Our focus has always been on balancing the use of recycled materials with ensuring the strength and durability of our products. The ultimate goal is to meet the functional needs of our customers while making a positive impact on our environment.

How is this process completely recyclable, and how is it not hazardous to the environment if it can't be disposed of in landfills or other places?
Yes, you are right, we don’t claim that our products decompose when left in the environment. However, we ensure that all our facilities and core raw materials are compliant with GRS & RCS processes, which are international standards on sustainability . Essentially, each node of our supply chain is compliant with  three key pillars : Environment, Social and Chemical norms .

Every company will eventually need to file the BRSR report, but it's not mandatory yet for all. How do you plan to scale your company to meet these standards, especially when BRSR reporting becomes mandatory in coming years?
We are seeing a lot of Policy advocacy, both at the national and international levels. Globally, there are UN sustainability goals and ILO rules. Likewise, there is guidance under the Plastic Waste Management Rules as well as the Ministry of Textiles.

How do you stand out in a market flooded with brands like VIP and Safari, where customers often buy based on brand names? How do you raise awareness and convince people to choose your products?
We have serviced more than half a million orders, and there are a few reasons why customers choose us. First, our designs are unique. We don't offer the standard blacks and blues; our designs stand out because they are very different. In fact, we've recently ventured into the retail segment, opening stores in the last three months. These stores are located in premium malls, specifically in the luggage section, where our products visually stand out due to their design, colors, . So, the first reason customers choose us is our unique designs.

Second, as I mentioned earlier, sustainability is a key factor. We are the first and only Indian luggage brand that is sustainable. Third, our products excel in terms of performance and utility, A distinct feature of our brand is that we provide doorstep service,whether it's for repair or providing replacements. These are the key aspects that have allowed us to scale up quickly.

Can you tell us about your company’s funding journey?
We have successfully secured USD 9M in our Series B funding round, led by Accel, bringing our total funding close to Rs 150 crore since our inception three years ago. Each stage of this journey has been instrumental in shaping Uppercase into the organization it is today.

What are your expectations from the upcoming budget, particularly regarding sustainability and carbon credits?
The Union Budget 2025-26 must address key concerns of mid-sized retailers and startups, such as resolving input tax credit block issues, which currently results in significant financial strain and restricted cash flow. Simplifying GST compliance and introducing solutions to unlock these funds can provide much-needed relief to businesses in their growth phase.  Addressing these technical gaps in GST policies, including allowing input tax credit across states, can create a seamless marketplace and empower mid-sized businesses to innovate, compete, and contribute to sustained economic growth.

From a sustainability point of view, we are looking forward to certain  PLI schemes and fiscal incentives for companies working in the space of building  sustainable products.

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